Give Your Newsletter a Reason to Live
Mar06

Give Your Newsletter a Reason to Live

We are getting ready for our next Nonprofit Marketing Accelerator – Updating Your Community: Integrating E-Newsletters and Social Media. But before we start integrating your email newsletter with your other communications channels, you first need to answer what is probably the most important question: Does your newsletter have a clear purpose . . . a motivating reason to live? What’s Your Newsletter’s Purpose in...

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Why Deleting People from Your Email List is a Good Thing
Feb21

Why Deleting People from Your Email List is a Good Thing

Kristina and I are on the verge of deleting about 10,000 people from our email list here at Nonprofit Marketing Guide. It’s the same exercise we went through last year when we removed about 15,000 people. Since then, several people have asked me to help them better explain why this actually makes sense, especially from a nonprofit’s perspective. After all, don’t you want the largest email list possible? Since the...

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Find Your Frequent Email Readers Using Excel
Nov08

Find Your Frequent Email Readers Using Excel

Back in September, I told you about our experiment to see who our most loyal newsletter readers were. I thought that was a better measure of email engagement than simply looking at open or click rates. Here’s what we discovered:   We used our CRM to help us figure this out, but I knew there had to be a way to do it in Excel too, so I put out the call for help. Two of your peers heard the call, and came up with...

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Yes, Your Open Rates Are Wrong. But You Can Still Use Them.
Sep22

Yes, Your Open Rates Are Wrong. But You Can Still Use Them.

I’ve received several emails in response to Tuesday’s post about other ways to measure email engagement asking about the accuracy of open rates. The main concern is that if the open rate data is bad, any additional analysis like I suggested is also bad. For example, you might categorize someone improperly, and more likely as NOT engaged when they actually are. That’s because they may be opening your email, but if...

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The New Email Metric You Might Want to Try
Sep20

The New Email Metric You Might Want to Try

Let’s talk about email engagement. Right now, I bet most of you are looking at your open rates and click-through rates, and maybe your click-to-open ratio. The email service providers spoon feed us those numbers, so they are easy to track. But they don’t really tell us much about the real percentage of people who care about our content. For example, at Nonprofit Marketing Guide, we send an email newsletter every Wednesday....

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Are You Pretending That People Really Want Your E-Newsletter?
Sep13

Are You Pretending That People Really Want Your E-Newsletter?

This week’s cartoon from Marketoonist made me laugh out loud . . .   You know why. Replace the Sale bag with a Donation Jar or a Volunteer Sign-Up form or any other nonprofity transaction tool and it’s pretty much the same cartoon, right? But you don’t have to feel that way, and you shouldn’t, if you follow the approaches we talk about here all the time at Nonprofit Marketing Guide. Earlier this summer, I...

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